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[fb] An Inside Look at a Facebook Data Center …. ‘Maybe this is why some of the moments where conversation switched from the technical operations to Facebook-speak felt so awkward, but unintentionally so, like when Facebook’s algorithm decides to fill your Year in Review with pictures of an ex-boyfriend. It’s a brand that becomes harder and harder to empathize with the more it insists on trying to be empathetic, maybe because it’s not clear if there’s a distinction between an empathy engine and a branding engine or maybe because I am generationally disinclined to trust anything that’s too big to fail.’